A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Twitter Debuts Cheaper Enterprise APIs for Growing Businesses (AdWeek)
Twitter developers who don’t get enough data out of the social network’s free standard application-programming interfaces but don’t have room for the Gnip enterprise APIs in their budgets now have access to a middle ground.

NinthDecimal Launches Website-to-Store Attribution Solution (Street Fight)
Mobile programmatic and audience intelligence platform NinthDecimal has launched a new website-to-store attribution solution in a bid to help marketers more efficiently connect digital assets to offline sales. The product is being billed as the first of its kind, providing retailers with a clearer picture of the interplay between e-commerce and in-store activities.

­­Moving Beyond the Gimmicks with Chatbots (eMarketer)
Caroline Klatt, CEO of chatbot software platform Headliner Labs, spoke with eMarketer’s Tricia Carr about how AI in messaging environments can help marketers in more ways than they might realize.

Pearle Vision Keeps a Neighborhood Focus in the Battle for Patients and Customers (Street Fight)
Even with its established history and market presence, Doug Zarkin, VP & head of marketing for Pearle Vision, says the brand continues to innovate on ways to attract that local customers. He spoke with Street Fight recently about the ways the brand gets in its customers’ line of sight.

Shifts Come to Oath’s Top Ad Tech Brass (AdExchanger)
The new team will focus on unifying Oath’s ad platform using the “the best assets” from the AOL and Yahoo acquisitions, including the video platform BrightRoll, Yahoo Gemini and AOL’s cross-platform ad stack, One by AOL, while doubling down on global and mobile growth.

Amazon Brings Echo and Alexa to Canada (VentureBeat)
Amazon said that it expects the devices to start shipping on December 5, and they will also be available in-store at Best Buy, Staples, The Source, Telus, and a number of other retailers.

Unpacking Lyft’s Projected Finances (TechCrunch)
The short version, as you certainly expected, is that Lyft is growing quickly and loses money. The company, as you certainly expected, also expects to keep expanding its revenue while slowing its losses, eventually turning in an adjusted profit.

The Story Behind the Unjust Shutdown of Gothamist and DNAinfo (New Yorker)
It is not illegal for a C.E.O. to shut down a business because his company has formed a union, but threatening employees with closure is against the law. In recent days, multiple former staffers said that management had warned them repeatedly in the months before they unionized that doing so would mean that the sites would cease to exist.

BuzzFeed Now Has Almost 20 People Writing Commerce Content (Digiday)
BuzzFeed’s commitment to commerce revenue continues to grow, and as a result, it’s begun pursuing commerce revenue more like a regular publisher might: through search.

Airbnb Growth Story Has a Plot Twist: Saturation (Skift)
As Airbnb tries to become the only brand in travel that you’ll ever need, it’s not just the hotel industry that the company has to contend with, but online travel agencies, too. We can just imagine the hotels telling Airbnb, “Welcome to the club.”

Joe Zappa is the Managing Editor of Street Fight. He joined Street Fight as a contributing writer in 2015, has compiled the daily newsletter since 2016, and has spearheaded the newsroom's editorial operations since 2018. Follow him on Twitter @joe_zappa, and shoot him an email at jzappa@streetfightmag.com.